Scaling Digital Customer Acquisition
Owning the primary digital engine for acquiring new Card Members and driving profitable growth at scale.
Owning the primary digital engine for acquiring new Card Members and driving profitable growth at scale.
Product & Program Lead
19+ Product Owners
$3.5B (Annual Portfolio)
Growth Strategy
As Product Lead for the American Express U.S. Consumer acquisition website, I owned the primary digital engine for acquiring new Card Members and driving profitable growth at scale.
The platform served over 1M monthly unique visitors and played a central role in acquiring new customers and supporting long-term organic growth - all within a highly regulated financial services environment.
Reimagine the card shopping experience with modern UX and a unified responsive platform.
Enable predictive targeting and pre-approved offers to support upsell opportunities.
Unified Responsive Experience Redesign
Help customers find the right card for their lifestyle and needs through intuitive data-driven paths.
Transitioning from fragmented legacy experiences to a unified, globally responsive architecture.
Embedding legal and financial regulatory requirements into design and dev workflows early.
Aggressive A/B testing and measurement to continuously optimize acquisition ROI.
As Product, Marketing, and Program Lead, I owned the strategy and end-to-end execution, balancing speed, scale, brand consistency, and regulatory rigor.
→ Established scalable acquisition and personalization infrastructure.
"In highly regulated, multi-stakeholder environments, prioritization is everything."
Understanding each stakeholder’s requirements, and aligning them to a clear overarching strategy, was critical to delivering impact without slowing execution.
Post-launch, sustained growth required disciplined iteration. We established a structured optimization roadmap focused on site performance, personalization refinement, and organic growth through SEO and content strategy.